Around a decade ago, it was hard to believe that social media would have such a large role in brand marketing, and now, in 2022, it simply would not be the same without it. But the problem with social media marketing is that it evolves so quickly that it can be tricky to keep up with it.
How do you identify your audience? What content should you be putting out? What new features are there?
The fact of the matter is that it evolves so quickly and so continuously that getting a content strategy right can be really tricky. So, we thought we would take a look at what the top brands in the world are doing to share with you how to put together a decent social media content strategy that actually works.
Know Your Audience
The first thing you need to consider is who you are actually targeting. Knowing your customer is the first step in actually being able to reach them with the right content. So, you might be wondering how to identify target audience demographics and understand who they are.
We highly recommend doing a customer mapping exercise. In this, you will identify who the customer is and their basic demographics. So, who are they? Where do they live? What do they do? How much do they have to spend?
But, from there, you will also want to look into who they actually are and their personalities. What are their interests? How do they behave? What are their online activities? How do they go about actually making an online purchase?
This is all the information you can collect from your social media accounts. The more you market to your audience, the more information you can collect from them and refine your strategy.
Create Original, Impactful Content
With all of this information about your customer, you can start creating content that they actually want to see. So, now that you know about their interests and behaviors, you will know what they find attractive and what they will engage with. There are a few hard and fast rules when it comes to content.
First, it needs to be original. Not only will people pick up if you are copying content from competitors, but it really badly hurts your SEO score. Google is designed to pick that up and it will destroy your rankings. If you are worried about it, have a look for a free plagiarism checker just to make sure.
The next thing is that you want your content to be educational, informative, entertaining, and really descriptive. You want your customers to learn something about you and your brand from your content. So, keep it simple, yet descriptive. Tell your customer everything they need to know about your products and brands in a few simple sentences or with good graphics.
Keep Things Visual
Yes, copy is absolutely vital for your content. Not only does it carefully take your customer through the outline of the business and products, but it is vital for SEO. But, you need to focus on your visuals and graphics too.
What images are you putting out there? Are they high-quality? Do they encompass what your brand is all about? What about videos? Videos are one of the most highly engaging content on social media today.
Think about it, your customer is scrolling through endless amounts of content on a daily basis. You want them to stop and watch or look at the content that you are putting out for them. So, make sure that your videos are also high-quality, that they tell a story and that they are engaging.
Remember, you want to keep them educational too in order for your customer to learn and understand every aspect of your business. So, mix that into the concept of the videos at all times. What do you want your customer to learn about the product or service from this?
Measure, Monitor, and Test Everything
We mentioned earlier just how important it is to keep putting content out there in order to know what they want. The thing is that you actually need to keep measuring the success of each of the campaigns to see if they are working.
This is where marketers state that marketing usually takes around 6 months to start seeing a result. The only way you will know if your campaigns and content are successful is if you are watching the engagement, open rates, and click-throughs of all of the campaigns.
Not only can you do this on the actual social channels, but you can also watch the traffic on the site. Google Analytics allows you to watch where the traffic is coming from, how it behaves on the site, and see where it drops off. With this data, you will be able to see what is working and what isn’t when it comes to your content and be able to create an effective strategy going forward.
The Bottom Line
Social media marketing is not just something that you can jump into and expect to work instantly. It is something that you need to try and test continuously. Test different strategies and different campaigns and keep an eye on what is happening in the social media universe at all times.